Campbelltown City Council Capability Program - Digital Strategy Workshop
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Presented by Jorge Gasca 18th July 2017 as part of Campbelltown City Council's Capability Program
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Campbelltown City Council Capability Program - Digital Strategy Workshop
- 4. • Designed to help Campbelltown businesses establish an understanding of the importance of Digital Marketing to the success of their business • Workshops and One-on-One coaching Introduction to the Program
- 5. Passionate about customer attraction and digital marketing I focus on digital marketing strategies, systems and processes designed to save you time and increase results. My mission is to help entrepreneurs and small businesses owners clarify their vision, take strategic action, upgrade their skills and set up meaningful processes with robust systems while working towards success. Today’s Speakers Jorge Gasca Digital Strategist p. 02 9458 7812 e. jorge.gasca@australianbusiness.com.au t. @AusBusMarketing f. facebook.com/marketingsuccessau w. marketingsuccess.com.au
- 6. One-on-One Coaching • Senior Marketing Consultants • One-on-One Coaching: • Tuesday 8th August 2017 • Tuesday 22nd August 2017 • Tuesday 5th September 2017 • Customised action plan
- 7. 2 Minute Introductions What would you like to achieve from this workshop?
- 8. • The Importance of having a Digital Presence • Cool Trends • Which online activities will benefit your company • How online activities help to achieve business goals • How to create a tailored digital strategy • Q & A Session Overview
- 10. Source: Sensins eBusiness Report 2016
- 11. Workbook ActivitySource: Sensins eBusiness Report 2016
- 13. How Much Do You ‘Like’ That Jacket
- 15. Design Custom Made Products
- 16. Try Without Getting Changed Source: SMH 2011
- 17. Shop Online / Pick Up In Store
- 18. What would you like to have in your business? Digital Technology Wise
- 19. Why Create a Digital Strategy? A digital strategy will help you: • Achieve business goals • Reduce cost • Engage your audience • Be competitive • Increase revenue
- 20. Digital Marketing Strategy Elements Digital Marketing Success Channels Business Goals Target Market
- 21. SEO / Social Media / PPC / Blogging Email / Social / Blogging Image Source: Be in the know Target Market Competitor Research Email / eCommerce Email / Content / Customer Service / Blogging
- 22. The Planning Process Identify needs/ issues/ Set goals Research your audience Brainstorm and choose your channels Allocate your resources and budget Develop an action plan Execute the plan Measure results Refine and review
- 23. #1 Identify Your Goals Understand what you want to achieve using digital channels Identify needs/ issues/ Set goals
- 24. #2 Research Your Audience Research your audience Create personas for each of your target markets Research your audience
- 25. #3 Choose Your Channels Channel Relevance (tick) Most relevant (choose three and number 1 to 3) Website Blog SEO SEM Email Facebook Twitter Tumblr LinkedIn Pinterest Instagram Flickr YouTube Webinars White papers Apps QR codes Gamification Brainstorm and choose channels
- 26. Why Build a Website? • Easy and intuitive to use • Answers their questions • Portrays your company as a trusted brand
- 27. Why Build a Blog? • Help show your brand as a trusted source of information • Help your audience engage with a person as opposed to a company • And it will help your website to be found in search results
- 28. Why SEO? (Search Engine Optimisation)
- 29. WHAT IS AN SEO PLUG IN? • Page titles • Meta descriptions • Heading tags • Alt tags on images
- 30. What is Search Engine Marketing (SEM)?
- 31. What is Search Engine Marketing (SEM)?
- 32. Why Use Email Marketing? Image Source: IQ Info Tech
- 33. Why Create a Facebook Page? Connect with people on a personal level
- 34. Why Use Twitter? Use Twitter to learn more about your customers; what drives them to live life each and every day, and what excites them
- 35. The Importance of Image Sharing Images are a wonderfully visual way to engage your audience and showcase your product offering.
- 36. Why Use LinkedIn? Network with professionals and boost your personal brand as a thought leader
- 37. Why Create Webinars, Whitepapers & eBooks? • Share your knowledge • Showcase your business as a trusted leader in your industry • Demonstrate how to use something
- 38. Why Create a Video? Image Source: Digital Connect Mag
- 39. #3 Choose Your Channels Brainstorm and choose channels What is your goal? Potential channel opportunity Create a foundation that you own Website, blog, mobile site share advice and information Twitter, Webinars, Whitepapers, Video Sell last minute stock quickly Facebook, Twitter, Mobile marketing (text) Educate with how-to videos YouTube videos Generate interest in coupons, Contents and Events Facebook, Mobile Marketing, Foursquare Build business as a brand leader LinkedIn Show people how to visualise what matters most to your mission Pinterest, Flickr, Instagram Engage through something fun and helpful Apps, Gamification, QR codes Drive people to my website Adwords, Organic search (SEO)
- 40. Planning Process Identify needs/ issues/ Set goals Research your audience Brainstorm and choose your channels Allocate your resources and budget Develop an action plan Execute the plan Measure results Refine and review
- 41. #4 Determine Resources Don’t be like this Be like this Allocate your resources and budget
- 42. #5 Develop an Action Plan Channel Notes Assigned to 1-Sept 2-Sept 3-Sept 4-Sept 5-Sept 6-Sept Website Blog SEO SEM Email Facebook Twitter Tumblr LinkedIn Pinterest Instagram Flickr YouTube Webinars White papers Apps Develop an action plan
- 43. #7 Measure Results Measure results Identify goals Research audience Choose Channels Allocate resources Develop action plan Execute plan Measure results Refine and review Introduce young people to our brand to in the future when they are ready to buy they come to us First time car buyers. Low disposable income, 18-24, still living at home, single or in relationshi p Social networkin g sites Main one - YouTube Budget (5% of profit) Include: one part- time staff member You Tube best channel for education One new video every 1st and 3rd Tuesday of the month Create a series of fun videos to educate young people on basic mechanics to get them engaged Increase revenue of product X by 10% over next 12 months Increase number of people sharing videos by 30% by reaching out to influencers Ideas for content Case studies, how to buy a car series, questions to ask, what to look for, survey on coolest cars, comps, coupons.
- 45. THANK YOU Jorge Gasca Digital Strategist p. 02 9458 7812 e. jorge.gasca@australianbusiness.com.au w. marketingsuccess.com.au t. @AusBusMarketing f. facebook.com/marketingsuccessau One-on-One Coaching
Hinweis der Redaktion
- ABCS is part of ABSG – commercial division of the NSW Business Chamber Our marketing services include: developing marketing strategies, building websites, branding & creative design, and outsourced marketing & campaign management
- Independent, not-for-profit organisation, dedicated to helping businesses across the state Mantra: “making Australia better through helping the private sector to flourish” 2nd oldest company in Australia (after Westpac) – over 190 years old 2nd largest privately owned business chamber in the world 20,000+ members 400+ events per year
- Today we’re going to cover off the following topics…
- So lets get into it Kick it off - with a quick video PLAY VIDEO <iframe width="560" height="315" src="https://www.youtube.com/embed/AlA0j-Xdzyw" frameborder="0" allowfullscreen></iframe> https://www.youtube.com/watch?v=AlA0j-Xdzyw
- Workbook Activity: Answer the following questions: 1. Do you have a website? (Yes/No) 2. Has your website provided benefits? (Yes/No) 3. What have those benefits been? Increase exposure Customer Access to Information Get more enquiries Make easy to locate us
- Clever device that you insert onto your phone or tablet which means that you can pay for items. It means the money goes directly into you paypal account. What do you think? Is this cool or not? This could be quite a game changer for small business. People can pay for your items anywhere and it goes into your bank account straight away! NEXT SLIDE HAS A VIDEO
- EXPLAIN SLIDE This is C&A – it’s a clothing store that’s been around since 1841. For such an old company they have had to work hard to remain current On the hangers are numbers of how many Facebook LIKEs each item of clothing gets on their clothes This shows people how popular each of the items are What do you think? Is this cool or not?
- Apps are a lot of fun … I am getting quite obsessed with my iPad apps. Sydney company have created a Great new product called split and pay.com You know when you are out to dinner and the restaurant wont split your bill .. Well with this .. Now they will Figure out how much your friends owe… and pay online Groups gifts Group holidays Split rent, bills with your flatmate What do you think? Is this cool or not?
- With the advent of online companies have the opportunity to create bespoke items Here is one of my favourite online stores – shoes of prey Started in 2009 it allows its customers to design their own shoes on its website. They have also just received a large amount from angel investors to replicate this model across different products. I think they are doing glasses now. EXPLAIN HOW IT WORKS Base products – choose colour.. Size of heel Ships all around the world Will remake or resize shoes if needed. The interesting thing is that their delivery times are 6-8 weeks. This shows us that people are willing to wait for products that are custom to their needs.
- Augmented reality is coming and in some cases is already here This is a virtual change room helps shoppers try on clothes without actually trying them on. This is a pop up store in Robina in Queensland. They are more prevalent in Europe now with some of the big brands running the concept Company called Fits.Me Virtual change rooms are here: It can be integrated into retailer’s website in less than 1 day. It is especially suitable for retailers with Small amounts of stock on site Which leads me to my next trend
- There is a big trend with shopping online and picking up in store. Or the reverse … shop in store and get product delivered This means that retailers don’t need to keep a lot of stock in their store. This store is Birdsnest - located in Cooma - near the snow. Not what you would call you bustling fashion capital. But now they keep just one item of clothes in store … if people try it on and like it they pop out to their warehouse out the back and give it to them or ship it to them.
- Workbook Activity
- A digital strategy will lay the foundation Create the building blocks for your online presence 1. It will help you achieve your business goals Its really important to align your digital strategy with your overall business strategy 2. It will help you reduce cost Doing anything these days is expensive .. And none of us have money to waste. The more thought that goes into the planning process the more cost-effective and more effective your strategy will be. 3. Getting online will help you engage your audience more. The best thing about using digital channels is that it helps you create a conversation with your audience. 4. Competitive Lets face it … your competitors are taking advantage of the possibilities that digital channels presents and you don’t want to miss out. 5. Increase revenue Getting online opens up your reach. A store can only service so many people a day. Online expands your reach
- Focus is on Planning
- The goal of today is to work out an action plan for you So over the next few slides we are going to talk about Your goals Your audience Which channels to use to meet that audience need So as I said at the beginning its really important to focus on one or two channels and to do them well… but which ones to choose??? Well that relates to What you want to achieve Who you are trying to target. We now have three activities that I hope you will find interesting .. At the end of them hopefully you have a great idea of what your next steps are.
- ACTIVITY – OPEN WORKBOOK This activity is designed to help you narrow your focus There is 5 Minutes to do this … By understanding what you want to achieve will help you decide on which channels to choose For example – your goal could be to Sell last minute stock quickly .. Like a butcher may have to.. Before his food goes off Reduce customer service calls .. Like a flat pack furniture maker may have to Do you want to showcase your services and show you are experts in your industry Do you want to promote your events Do you need to encourage people to visit your store/café Do you generate leads for your sales team Or do you just need to create a conversation SHARE Shall we go around the room and share what we are trying to achieve. We only have two hours for this workshop .. So please keep your answers short as I want to make sure that we get through everything.
- ACTIVITY – OPEN WORKBOOK Lets do the next activity and write down who you are trying to target? By understanding who you are trying to target will help you in so many ways Decide on the channel Know what language and style to use Help you talk to them At the end of the day you might have 4 or 5 or more target audiences but its best just to pick 1 or 2 to focus on until you have the time, funds and experience to focus on more. For instance, if you are a marketing manager at a hotel who is looking to bring in new business, you might target five buyer personas: an independent business traveler, a corporate travel manager, an event planner, a vacationing family, and a couple planning their wedding reception. BUT – there is always one main person that will give you the majority of your sales So HERE WE HAVE ANNA – DESCRIBE SAMPLE HOW TO DO THE ACTIVITY – CHOOSE ONE GOAL TO FOCUS ON IMAGINE ONE PERSON THAT USES YOUR SERVICES/PRODUCTS HAS EVERYONE GOT ONE PERSON IN THEIR HEAD. GREAT WITH THAT PERSON IN MIND.. FILL IN THE BLANK DETAILS OF THE FIRST THREE BOXES. SHARE Shall we go around the room and share a little bit about our target market. We only have two hours for this workshop .. So please keep your answers short as I want to make sure that we get through everything.
- ACTIVITY – lets open your activity book EXPLAIN THIS WHOLE EXERCISE – explain both columns and how it works FILL IT IN AS WE GO ALONG.. I’ll give you an example – On Friday night I went to a pub in Paddington. They had something super cool I hadn’t seen before. They had an App, called CLICK, Download app Set up your account with your credit card details Go to the bar and open a tab and get a code Then pay by PayPal from your phone You don’t need to give you card to anyone … You can even go into your friends tab so they pay. Identified a need – people always leave their cards behind the bar and forget. Also customers hate lining up to pay their bar tab. The persona’s of their clientele are people who are affluent and would have smartphones. The channel that they chose to meet this goal was an App. HANDS UP So does everyone here know what each of these are?? Im going to run through each of these in turn .. It’s a really long list . At the end of each one I’d like someone to tell me if they are using that channel well in the business. OR If they are using it and it not giving them the results they are after.
- WHY BUILD A WEBSITE Your website is your anchor. A strategy will help you understand what you need on your website There is no point building a website and then deciding that you want to sell products or that want to focus on facebook or white papers as a channel … because it is a costly exercise to change to websites functionality and look and feel. Decide what you want your website to achieve for you upfront in the planning.. This will save you a lot of money down the track. A website is your online store or office where your audience can find your brand. When they arrive they need to immediately get a clear idea of what it is you want them to do. Easy and intuitive to use Answers their questions Portrays your company as a trusted brand This is really important – Showing proof on your website like testimonials, facebook likes etc, will show people who don’t know you that other people do and this will reasure them that you are a real company. And a good company.
- Use your blog posts to predict and perfectly answer your audiences specific questions before they have even asked it. Its kinda like a website but it’s a place for you to be more personal and write less formal articles. It’s a place where you can build up your personal brand. A blog is a fantastic opportunity to give your company a personal voice. A blog will Help show your brand as a trusted source of information Help your audience engage with a person as opposed to a company And most importantly it will help your company to be found in search results
- Search Engine Optimisation QUESTION - Does everyone here understand what SEO is? It relates to organic search and it help your customers and clients find your business easily by showing up on search results when they need you most There are FOUR main things to think about The technology behind the platform you choose Building up internal and external linking strategies good, fresh and original content, updated on a daily basis Social Sharing – Do other people like your content - The more this content is shared among users, the more likely your results will appear on the first page. You may have heard of Penguin or hummingbird updates - Google has been releasing a number of updates this year and will continue to do so. They have identified a trend that people are searching for questions and not just keywords. example Where is a dog washer in Bondi? How do I plaster a wall? Also think local. If you sell screw drivers .. Talk about who is your area that sells screws Keep this in mind when coming up with articles and content for your website. Optimising your online activities will help your audience find your business easily by showing up on search results when they need you most Technology - Help Google read your site by using Title Tags, Header Tags, and Descriptions (SEO plug in) Linking - Build up internal links and external links Content - Create content to highlight your keywords – consider how people are searching for your business. Social sharing – what other people think about your content HINT: Think about more than just keywords, think about the questions someone would ask to find your company online and create content around that. (use Google Keyword Planner)
- To show you an example of the platform that your website sits on. Here is one of our clients. DESCRIBE SLIDE Google sends Google spiders to review your website about every 2 weeks. But they cant read images they can only read text. So its really important to ensure that everything is labelled correctly and that you help them as much as possible. You can see here its very easy to include things like… Title tags Keywords Page descriptions All these descriptions help google search through your website
- Search Engine marketing refers to things such as … Google AdWords, Microsoft Ad Center, Social Media Ads It gives you the opportunity to pay to ensure you are in the right place at the right time when people are trying to find you. Creating adwords will help your business a lot quicker than focusing on SEO. Its all equally important but adwords is easier to track and will more than likely give you results sooner. So what do you do??? Create add copy to highlight keywords words You will only pay if someone clicks on your advert .. So if you want to make sure that your copy is attracting the right people. If you want senior HR managers .. Don’t write copy that appeals to HR Students. Always create a strong landing page Always track your success through Google analytics
- Search Engine marketing refers to things such as … Google AdWords, Microsoft Ad Center, Social Media Ads It gives you the opportunity to pay to ensure you are in the right place at the right time when people are trying to find you. Creating adwords will help your business a lot quicker than focusing on SEO. Its all equally important but adwords is easier to track and will more than likely give you results sooner. So what do you do??? Create add copy to highlight keywords words You will only pay if someone clicks on your advert .. So if you want to make sure that your copy is attracting the right people. If you want senior HR managers .. Don’t write copy that appeals to HR Students. Always create a strong landing page Always track your success through Google analytics
- Email marketing can be used to remind your customers and clients of what they need when they need it most. Its the perfect tool to grow your website traffic or boost your ecommerce conversion rates. Lets not forget that Email is overused, there are a lot of crappy emails out there … BUT I personally particularly like getting updates from the charities that I follow to see what they are getting up to. Because otherwise I wouldn’t know. So I believe that email can have a really strong place in your channel if its used right!
- Its all about connecting with your audience and if you have something that they want to connect with on a personal level then facebook is a fantastic medium Interaction is the name of the game on Facebook Growth takes time and don’t get discouraged if you don’t have 10,000 fans in a day the key is to focus on the engagement and putting up quality pictures, links and content on a regular basis to improve your page This is a company called Black Milk clothing …. Started by a man called James Lillis. Its clothing store which only sells online. Founded in 2009, it is now a multi-million dollar business employing more than 100 people – and it has a whopping 554,129 likes · 47,925 talking about this on Facebook. Black Milk don’t do any traditional marketing… they use 12 social media channels. have 4 full time staff working just on social media -work in separate shifts and every single comment is answered. They also sign off their own personal name so the readers can have a real personal connection QUESTION DOES ANYONE HERE HAVE A COMPANY FACEBOOK PAGE? HOW MANY LIKES DO YOU HAVE? WOULD ANYONE LIKE TO SHARE THEIR EXPERIENCES USING FACEBOOK
- Twitter is a micro blogging site … each post has only 140 characters Here is a butchers shop in Canberra (Jordos Chop Shop) … not very sexy right .. And not someone who you think would be on twitter. He has been able to significantly reduce wastage by posting last minute specials up and selling meet online through his website. This means he only needs to keep a limited range of pre-cut meat in his storefront and if these are not selling he can then advertise specials instantly on Facebook and Twitter to clear the excess stock while it is still fresh. He is constantly asking his audience to contribute with ideas for product development, enter contests etc Just remember - An important part of twitter is provide exceptional customer service, get back to people and always be on there and talking to people. QUESTION: HOW ARE YOU USING TWITTER? Twitter app? Hootsuite. Allows me to monitor the Twittersphere's customers and to gain valuable insights on the pulse of the community.
- Instagram just hit 150 million active users, and has become a marketing channel that’s to big ignore. Pinterest has more than 48 million users and estimated value of around $2.5 billion. Not bad for having started only 3 years ago. Example For most people who are on Pinterest, their boards are filled with aspirations—activities they’d like to do, recipes they’d like to make, places they’d like to visit. In March of this year, cosmetic company NARS used Pinterest to launch their new range of pencils and people could buy these online before they hit the shops. It’s a fantastic way to engage your audience I’ve discovered some companies are using Pinterest as their company website .. They don’t even have a website. I wouldn’t actually recommend this in case these providers fall down. But its an interesting concept that they are getting enough engagement to justify this
- Linkedin is a professional network.. Its built for professionals wanting to enhance their career or business. Its essentially about offering tips, expertise and generally being helpful. Its about positioning yourself as a knowledge leader. Ideal for: Building connections / networks Set up a company page Post updates & products Advertising by job function / industry Joining the conversation with relevant groups Following companies QUESTION: IS ANYONE HERE USING LINKEDIN WELL.. OR NOT?
- WEBINARS, WHITEPAPERS, EBOOKS Are great to share your knowledge and build a pipeline for sales. A blog may take you 6 months to start generating leads HOWEVER .. White papers and ebooks can be emailed or promoted and can generate leads and interest straight away Another tactic that is surprisingly resilient is the webinar. We have found a huge interest in webinars and they can reduce the cost of an event significantly and increase your customer base substantially. We have just held one for HR that got 1000 registrations. So for all these things the registration process is the key. Even if the turn-up on the day isn’t huge, you have a list of warm leads who registered for the webinar that you can go back to. Follow up with a phone call or email
- Video is a fantastic tool for to stand out in a crowded market. It great for educating people. For example I wanted to buy a juicer and I didn’t know which juicer to buy… I watched loads of videos comparing the different juicers available. I’ve watched videos to help me put together flat pack furniture. This is an example of a blender company who did a series of fun videos showing people their blenders are so tough they blend anything. Video doesn’t have to be complicated to make. It can just be one person in a room have a chat. And despite stereotypes that only the young and unemployed watch YouTube, recent Australian research shows that 41% of YouTube users are at least 40 years old, 57% are working, 55% are married and 62% visit the site at least once a week.
- ACTIVITY LETS GO BACK TO THAT ACTIVITY – Tick all the things you want to do NOW THINKING ABOUT YOUR GOAL AND YOUR AUDIENCE CHOOSE THREE OPTIONS So an example could be that you would like to start sharing advice and information .. WHY??? Because you know that you will gain more engagement with your audience… then you may consider using Twitter Webinars, YouTube
- Next lets go through some practicalities
- Next you need to determine what resources are available to execute your goals Either do them internally or outsource You can see here two Facebook pages One for Australian Bananas and one for an Air Conditioning company The Australian Bananas has great imagery, regular posts, promotions and coupons As opposed to The Air Conditioning company which has no banner image, no posts and 15 likes and no consumer comments. It actually makes them look worse than what Im sure they are.
- Create a daily, weekly, monthly action plan If you are going to focus on you tube, you may decide to produce a video every two weeks. With our social media action plans we think about what time the posts are released, how many per week Etc etc For example facebook you may choose to post every two days Twitter you may choose to comment on what someone else is saying at least twice a day Linkedin you may choose to post once a day and comment in a group once a day..
- Be specific about how you are going to achieve your goals and make each step measurable Getting specific and realistic is what will give your digital asset strategy momentum. First, set the big goals, such as "increase revenue of product X by 10% over the next 12 months." Then, break that bigger goal into smaller steps: Launch an educational video series on the first and third Tuesday of every month. Increase number of sharing these videos by 30% by reaching out to influencers.
- So that’s it.. Thank you very much. I hope you have got something out of today! Next steps If you have any burning questions or would just like to have someone to bounce some ideas off As part of the DEP we are offering 4 hours of face-to-face coaching We do have more training options available Our training workshops cover 4 main areas including Business Operations Website Development Marketing Security If you would like to take up 4 hours of face-to-face support for free please see me at the end and we would be more than happy to help.
- There are also government resources available. The government has a very good website at Digitalbusiness.gov.au Alternatively our website has information and you have register for the coaching online as well.